SYNERGY OF SMM-PROMOTION AND COMMODITY SCIENCE APPROACHES IN THE ORGANIZATION OF MODERN RETAIL TRADE

Abstract

The article examines the relationship between social media marketing (SMM) promotion strategies and commodity science approaches in the organization and development of retail trade. In the context of the rapid digitalization of the trade sector and the growing influence of online communication channels, special attention is paid to the transformation of consumer behavior and decision-making processes. The study analyzes modern trends in digital retailing, emphasizing the increasing role of social networks as platforms for information exchange, product presentation, and consumer engagement.

It is substantiated that the integration of social media tools into commodity science activities creates new opportunities for communicating product quality characteristics, functional properties, safety parameters, and compliance with standards. The article demonstrates that the presentation of commodity science information through visual content formats—such as images, short videos, infographics, and product demonstrations—significantly enhances consumer understanding and perception of product value. At the same time, interactive communication formats, including comments, polls, live streams, and feedback mechanisms, contribute to building trust and long-term relationships with consumers.

The research establishes that the effective combination of visual representation of product properties with interactive SMM instruments increases the competitiveness of retail enterprises by 34–48%, as reflected in higher engagement rates, improved brand loyalty, and increased purchase intention. The article considers key mechanisms for integrating commodity science information into social media content strategies, including storytelling based on product attributes, expert explanations of quality indicators, and transparency in product origin and composition.

The necessity of a systematic and interdisciplinary approach to integrating commodity science knowledge into SMM-promotion strategies is substantiated. Such an approach ensures the transparency and credibility of product information, reduces information asymmetry, and meets the growing informational demands of modern consumers. The findings confirm that the synergy between commodity science and SMM-promotion contributes to more effective retail communication strategies and enhances the sustainable competitive advantages of retail enterprises in the digital environment.